The McDonald's Singapore food chain has been taking on state-of-the-art digital signage technology developed and deployed by C-nario as part of a rolling installation programme. To date, 67 out of 127 Singapore outlets have been fitted with C-nario solutions. The deployments - which are the result of a partnership between C-nario, content provider At-Life, and integration and operations company ABI Digital - enable diners to send text messages from their mobile phones to be displayed on an array of 42-inch screens deployed throughout the chain's restaurants.

There is the ability to engage in conversations, respond to running content or live feed, and generate classified ads to run on a news-like ticker. Meanwhile, C-nario technology will enable sports fans to watch five-hour long video and audio streaming of sporting events in "better-than-broadcast quality" every Saturday and Sunday.

Advertising will be rotated at intervals to maximise exposure, while touchscreen kiosks linked to restaurants' points-of-sale will issue gift coupons to eligible customers notified via the digital screens. Music selected on predetermined parameters will be streamed across various locations.

"This initial roll-out of an Asia-wide, digital signage-based campaign not only enhances patrons' dining experience, but establishes a sense of community in McDonald's restaurants," commented Rami Bahar, C-nario's vice-president of sales and marketing. "We are thrilled that McDonald's has chosen C-nario as a partner in this venture."